CONVERSION OPTIMIZATION IN PRACTICE Patrick McKenzie
Dec 07, 2014
CONVERSION OPTIMIZATION IN PRACTICE
Patrick McKenzie
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Hashtag #BaconBiz or tweet at @patio11
Bingo Cards… Who Knew, Right?
It Beats Running A WoW Guild
2005 2006 2007 2008 20090
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Profits (While Employed)
BCCDay Job
Once More, With(out) Feeling
Products With A Side Of Consulting
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Profits (Excluding AR)
ConsultingBCCDay Job
2012 Was A Very Good Year
Not Important Relative To Last Slide
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2012
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160000
Profits (Through 2012, Excluding AR)
TrainingConsultingBCCDay Job
Three Stages Of Bootstrapping
The Fundamental SaaS Equation
Charge. More.
• Killed the $9 plan
• Added in $199 plan due to apparent demand
In Which I Take My Own Darn Advice
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Scaled Revenue for Appointment Reminder
Consulting In 30 Minutes
Meet Our New Consulting “Client”
Get Prospects Into Free Trial
Get Trialers Onboarded
Get Trialers Engaged
Turn Trialers Into Customers
… And Keep Them
Why Not Just Dig In Blind?
Pre-signup Funnel For Freckle
Losing HUGE Numbers Early
15% conversion from home page to viewing plans page
All Comparisons Are Rough But…
38% conversion from home page to viewing plans page
20% to 100% more signups (all else equal)
Identify High-Value Targets
What can we fix that with?
Hypothesis: Customer doesn’t what Freckle is
Online Time Tracking With Freckle
Frictionless Time Tracking
Time Tracking With 42% Less Suck
What can we fix that with?
Hypothesis: Customer doesn’t understand how Freckle benefits their life
Bill more hours in less time
Earn more money freelancing with less pain
Bill 15 more hours next month
What can we fix that with?
Hypothesis: Customer doesn’t know if Freckle is right for them, specifically
Too much Free in your freelancing?
“Freckle helps you actually bill every hour you actually work.”
Freelancers And Firms Find Freckle Fabulous
“Time tracking doesn’t start with an F? Dang, we had a pretty good thing going there.”
Do you bill at least $25 an hour?
Poking Holes In The Funnel
Always Have A Clear Next Step
Nobody Buys “Plans & Pricing”
Buttons Should Look Like Buttons
You’re Trained To Miss This One
Big And Easy To Click
Get your pancake
Speaking of Button Copy
Verb + Benefit + (Immediacy?)
Note omission of “account” / “sign up”, which suggest the pain of charges and bureaucracy.
Get started now
If your feature/value proposition is sufficiently compelling, it can be a good button.
Start tracking your time now
Classics are classics for a reason.
Try Freckle For Free
“No, really, this is the time tracking software you will actually use. 45% of people who sign up for our free trial actually start tracking time in their business. Find out why.”
Start tracking your time
“Plans And Pricing”
It’s important to you, but fails to provide value to the customer. Also, loses scent versus the previous page.
Avoid “Sign Up”
“Don’t worry, you can change at any time.”
Start With This Plan
Analysis Paralysis
Less Choices Often Raises Conversions
Too Much Information
Objection: What if I don’t like it?
Objection: Can I trust you?
Objection: Is it worth the cost?
Objection: Will my team use it?
Spend More Time Than You’re Comfortable With On This Page
First Run Experience
Explicitly Ask To Onboard Team
Thanks for Listening
Blog at http://www.kalzumeus.com Slides will be posted. See @patio11 Send me email. I love chatting about
this. [email protected]